Wine Industry Metrics


Wine Market Data Show Reasons to Be Optimistic

August 2011
by Jim Gordon
direct to consumer wine market
The pie charts show four wine regions' DtC shipment share of market (top) and growth rates (bottom). Note the growth in California shipments from beyond Napa and Sonoma.
Key indicators in our monthly data all pointed up in June. Domestic wine sales stayed ahead of last year by a healthy 7%, direct-to-consumer shipments also beat last year’s performance and reported an unusually high 23% increase in winery hiring activity. No one has proclaimed an outright boom in the wine economy, partly because restaurant sales have been recovering more slowly than other channels, but wineries and marketers have good reasons to be optimistic.










direct to consumer wine sales
Staying well above June of last year, sales of domestic wines at major food and drug stores rose 7% in value according to check stand scan data from Symphony IRI.
direct to consumer wine shipments
DtC shipments took their annual summer plunge in June due to unfavorable weather for shipping, but they stayed ahead of June 2010 performance by 4%.
direct to consumer wine jobs
June saw the biggest increase of the year so far in winery job activity. Summer is when wineries gear up for the harvest and advertise for extra help.
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